Ascensão e Queda das Celebridades Desportivas

Abstract

The critical analysis of the construction of the contemporary sports celebrity by the media provides the framework necessary for conceptualizing the way people use media resources for their creativity and for production of identity. It is considered that the nature of the sports celebrity suffered strong mutations since the ‘ 60, that the creation and maintenance of the celebrity is in itself an industry made possible by the media and that this process is driven from one-dimensional visions. The media creates narratives that often oppose the sporting heroes and villains. This narrative structure is part of a more general process of globalization of the society of the spectacle. Providing a temporary target for the collective consciousness, the sporting performances and the iconomania guarantee the illusion of immediacy and, simultaneously, of self-referentiality. It is concluded that the universalization of the modes of life guaranteed by sport gaze accompanies the maximum of individualization of each in your private space.